Dancing with duality: Achieving brand growth in a mindful and mindless world

Our world presents more choices than ever before; this offers people the benefit of access to almost anything and presents consumers with all manner of choice.
  • To achieve sustainable brand growth today, brands must understand consumers’ brand relationships and know how to influence those relationships and the mindful and mindless choices that result from them.
  • Brand leaders can benefit from both mindful and mindless choices by building intuitive, relevant and culturally attuned associations with the brand and designing marketing interventions that disrupt automatic processing.
  • Brands should leverage three key, intertwined marketing instruments that influence brand choice: brand perception (contextual association management), brand experience (delivering on brand promises) and brand identity (standing out through distinctiveness)....

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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